The internet fosters what I like to call the “short attention span audience.” Website visitors want information, and they want that information fast. A lawyer’s website copy must quickly convey two things: 1. trust and 2. expertise.
It is challenging to convey trust and expertise in such a way as to appease our short attention span audience. Here are the 3 cardinal rules of conveying trust and expertise via website content.
1. Do not sell, educate. Your prospective clients must believe you are an expert in your given area of practice. Spouting out your achievements and talking about how great you are do nothing to convey trust. Answering a question or addressing a prospective client’s legal issue, however, does convey trust.
2. Educate about your target areas of expertise. If you want car accident cases, talk about car accident legal issues. If you’re a family lawyer, think of your last custody case and then produce content. Ask yourself the following questions:
- What were the client’s questions?
- What were some of the legal hurdles in the case and how did you overcome them?
- What was the outcome and why was your client satisfied?
Answering these questions will help you produce articles which actually educate your prospective clients.
3. Don’t use legalese. The tone and voice of your content should be the same as though you are standing in front of a jury delivering an opening statement, not arguing a motion to a judge.
Bonus – testimonials/reviews are also important in developing trust with your prospective client. Testimonials which speak to your character and professionalism are better than generic testimonials. For instance, a review from a former client who raves about how she was treated by everyone at the law firm will convey trust more so than a testimonial from a client who only says, “he was great.”
Lawyers who want to develop better website content must understand this simple equation. Short attention span + easily digestible legal website content = leads.
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